The Effectiveness of ASPCA
Commercials are about transmitting a message through imagery or any other means. Commercials are what attract the public to the product, therefore, it’s no surprise that many organization rely on the power of advertisements. The American Society for the Prevention of Cruelty to Animals, also known as ASCPA, is a non-profit corporation whose mission is “to provide effective means for the prevention of cruelty to the animals throughout the United States.” (Burgh) Henry Burgh founded the organization in 1866 in hope of making people understand that animals deserve the same respect given to humans. The purpose of the famous ASPCA commercials is get their audience to support their mission by donating to the organization. …show more content…
One can conclude that by bringing a celebrity into the equation, the public will pay attention to the commercial and donate because the spokesperson had a celebrity identity. Sarah uses empowering words like “the animals are crying out for help” to convince the viewer to become an “angel” to the animals. The tone is Sarah’s voice wants to portray the need of donors in order to maintain hope for the abused animals. She refers a donation as a “gift” and illustrates examples on what a donation of $0.60 per day can provide. The ASPCA logo on the officer’s uniform and on the television screen also provides an ethos appeal. It shows authority and creditability that ASPCA knows what they are doing and is not intended for …show more content…
Throughout the entire commercial, “Angel” by Sarah McLachlan plays in the background as an emotion stimuli for sympathy. As the commercial begins, the music plays a slow tempo and soft beat melody, which are created to stir emotions from its targeted viewers. Along with the tempo and melody, the lyrics of McLachlan’s song bring a heart wrenching feeling to its audience. At times, the lyrics of the song correlates with pictures of neglected animals in way to get the audience teary eyed and to make them have sympathy towards these animals. Listening to the lyrics alone, it reads “Spend all your time waiting for that second chance…” which fits in with what ASPCA wants. ASPCA wants people to be that “second chance” to these neglected animals. As the lyrics says, “In the arms of the angel”, the video zooms in the animals faces to catch a glimpse of their gloomy eyes. Successfully, the combination of visual and audible methods make the audience feel the pain and suffering that these neglected animals